WPC  F4fznȥtzSHQ  'ҬrAFGkNgx5 >{p5~!읾u+4H2Qgټ60ڵ㜝\XE,,OщA5vvJxꪪ8I=aLme7\Æg5Һ2A~85}{K{ 5 J!-+ٷ{ \p$%M!:&ۖDma,v`ɄT\h&Ñ3b:Y_tґqï a8ܾ+N.ZlN9f =iPB$U,Nkh G'$9fwƇH1 5M Q\%a)ӣ_])SZj4 p@Łɐ?mc +33`W\'OGfAoEY?y(o<*YGG ^ERA93`9P## UN %C 0II? 0: 0D w@ 4F Z i i i q y     B HP DeskJet 540 PrinterDESKJETC ,,,, 0 (9 Z 6Times New Roman RegularX(%$UKUS.,..,,        TRW\6&A4W\6&A46&A46&A4T"UK   ?  $UKUS.,..,,        "UK      1    Documentsalsoreadfromthe39,000 privilegeditemsasdecipheredon  .((3 $ %!UKUS.,..,,        TRWl6&A43' 6&A43'T"UK        0  (#$  0   ӀD% 3|x  $UKUS.,..,,        "UK      2    Batesno.25012850062501285024,SmokescreendocumentPM168061H d %!UKUS.,..,,        TRWl6&A43' 6&A43'T"UK     7XXdd7TRY 3' LetterWl6&A43' Letter 6&A4TTRWl6&A4Wl6&A4 6&A4 6&A4TTRWl6&A4Wl6&A4 6&A4 6&A4T@ aTOBACCOINDUSTRYDOCUMENTSINTHEMINNESOTADEPOSITORY:@@ a@@ a@ @ @@ a@@ a #  1      @ @ @@ a@@ a@@ a@ @ @@ a@@ a@ @ @@ a d    ` IMPLICATIONSFORGLOBALTOBACCOCONTROL  P  @aa)a@ aBriefingPaperNo.7(October1998)byNorbertHirschhorn,MD @ a IndustryAttitudesRrevealedbyEditing      Itshouldbenosurprisetoveteransinthebusinessoftobaccocontrolthattheindustryhasstrongandperseveratedopinionsanddeclamationsoneveryaspectoftobacco:Tobaccodoesntcausedisease(indeed,maybeofhealthbenefit),nicotineitisnotaddictive(andisϜcertainly%  %  notmanipulatedinproducingthefinalproduct),theindustrydoesntmarkettochildren,indeedadvertisingbearsnorelationshiptoincreased(ordecreased)consumption,environmentaltobaccosmokeisharmless(whethersevenmileshighinanaeroplaneoronthegroundlevelinworkplaces,hospitalsandhomes),freechoice,freemarketsandfreespeecharereallywhatisatstake,andsoforth.  Itisstillinstructive,evenamusing,toreadadocumentpreparedforPhilipMorrisbyawellmeaningbutnaiveconsultantfromthepublicrelationsfirmofBurtonMarstellarBrussels,sorecentlyas30June1993,andhaveitcompletelytrashedbytwonamelessPMexecutivesinexplicit,sometimesfoulmouthed,handwrittenmarginaliaonceandforallestablishingthetruepublicpositionoftheindustry. h #  2      ׀Themarginaleditswillbegiveninbolditalics. H!   TheEuropeanTobaccoIndustrybeginswithamastersthesisstyleintroductionto  F#  TobaccoTheProduct,runsquicklyintotroubleintheHistorysectionbyspeakingofsmokingandsnufftaking habits [PMeditor1:substitute practicesor customs... habit n# ' sometimeshastheadverseconnotationof drughabit].  $r)   Theconsultantgotintoaworsejamwithaparagraphon WhyDoPeopleSmoke?,writing,0 ` '6!-` "` " 0  WhenEuropeanfirstbegantotaketobaccointheearly16thcentury,theydidsobecausetheybelieveditheldmedicinalbenefits.Intime,however,peoplesmokedforthepleasureitbroughtthem.Thisisduemostlytothefactthattobaccocontainssmallamountsof +\%3 nicotine,asubstancewhichhasbothstimulatingandrelaxingeffects.Duringthepresentcentury,however,scientistshavefoundincreasingevidencethatsmokingcanendangeroneshealth.In1964,theUSSurgeonGeneralissuedthefirstofficialhealthwarningofthehazardsofsmoking.Manycountrieshavesincetakenmeasuresbelievedtodiscouragepeoplefromsmokingsuchasbanningsmokinginpublicplaces,attheworkplace[,]andrestrictingtheadvertisingoftobaccoproducts. [PMeditor1:Suggestthissectionbe N   deleted.PMeditor2:INSIST.PMeditor1:Iwouldnotdiscusssmokingandhealthasitisunnecessarytodoso.PMdoesnotsaypeoplesmokebecauseofnicotine.Thisemphaiszesemphasizesthe druglikenatureofnicotineandtobaccoandgivescredibilitytothe addicitionaddictionargument.Wealsodonotliketorefertoearlybeliefsregarding medicinalbenefits.Astowhypeoplesmoke,weshouldsticktotobaccosrolehistorically,atceremonies,socialinteractions,etc.andjusttalkaboutthelargenumbersofpeoplewhoderiveenjoymentandpleasurefromusingtobacco.] ""   IndiscussingchangesinmarketsinseveralEuropeancountries,theconsultantnotedtwice b thattherewereanincreasingnumberofwomensmoking.Botheditorsfoundthis controversial . ( Later,theconsultantaverredthatBritainhadbeensuccessfulincompetingforEuropeanCommunitybusiness throughhighlysuccessfulmarketingcampaigns. [PMeditor1:Onlythe " campnaiescompanieswiththebestcampaignsbenefitted.Theoneswithlessgoodcampaignssuffered.IfthefeatureoftheUKmarketwasthateveryonedidhighlysuccessfulcampaignsareweadmittingthatadvertisingdoesincreaseconsumptionafterall?]  "(   TheconsultantgotintoodeepwithadiscussionofStateMonopolies,distributinglocalbrandedcigarettes oftenwithmajorpricedifferentialscomparedtointernationalbrandswheninfactmanyofthenationalbrandswerePMcigarettesmadeunderlicense. [PMeditor2:Ihave J&. explainedtoS...severaltimeswhywedontwanttogetintothis.PMeditor1:Wehave,asamatterofpolicy,alwaysattributedthemarketshareofPMbrandsmadeunderlicensetothedistributorandnottoPM.Weshouldcontinuethispractice.] v*$4    Theconsultantworriedaboutdecliningconsumption,thatfurtherdevelopmentof light +t%6 productswouldnotreversethetrendof existingsmokersmovingtotheseproducts. [PM :-&8 editor1:Weshouldmakeitclearthatthedemandforsuchproductscomesfromconsumers]  .>(: Theconsultantprojectedadeclineof3%to11%involumesalesinallthekeyEuropeanmarkets.  0)< [PMeditor2:NOTTRUE.EasternEuropeisaBIGmarket] Later,theconsultantworriedthat d theadventofasinglemarketwouldencouragepeoplecrossingbordersfor bargainasdutiesdifferbynation,andthattherewouldbe substantiallyincreasedpotentialfororganizedcriminalsmugglingonagrandscale. [PMeditor2:Nottrue,andactuallynotthatkindofprice  , difference.PMeditor1:NotgoodEnglish.Thismeanstheorganizedsmugglingofcriminals.]  Theconsultantthenconcludesthehaplesssurvey: Threekeyissuesfacingthetobacco X  industryare:increasingpressuresfromgovernmentandactivistgrojupsgroupstocurbsmoking,asteadydeclineinunitconsumptionandthethreatofadvertisingrestrictions. [PMeditor1:Shouldwe   notexplainthis,i.e.theeffectisthefringemarket...wearenottalkingaboutadvertisingaffectingoverallconsumption] Theconsultantcontinuesbravely, However,despitesometimes J  conveyingthe impressionofbeingunderastateofsiege,theindustrycanstilllookforwardto N tobaccosalesremainingamajorsourceofprofitforsometimetocome....Althoughvolumeconsumptionisdecliningismostofthemajordevelopedmarkets...newopportunities  have | emergedinEasternEuropeandinmanydevelopiongdevelopingcountries.Theeditorshavewordlesslydeletedthisentireparagraph.  Buttheyleftstandingintacttheencore,perhapsoutofsheer F resignationedly:%  %  %  ̛0  Inparryingthrustsfromgovernmentsandactivistsgroupstheindustrywillcontinuetoemphasizetheimportanceoftobaccotonationalandworldeconomiesandthemillionsofjobswhichareatstake,aswellasdemandingfair,balancedandobjectivelypresentedfindingsonhealthissues. 0"(""  ̀